A Facebook fan page and/or a Twitter account used to mean you were special. It meant your company was not only savvy enough to know about social media, but actually knew how to use it. Now though, just about every marketer out there is crafting the ultimate fan page or Twitter profile just because they can. When I saw a "Become a fan on Facebook" notice at my local diner, I knew the movement had hit critical mass.

The social media strategy for many companies is to "build it and they will come." But just as in life, simply showing up is not enough. You have to establish a business objective and a corresponding strategy to help you achieve that objective. Common objectives include building brand recognition and awareness, driving sales, finding new customers, and speaking to current customers. So what is the best tactic for social media engagement? Original content.